This article in Ad Age states that brands are not doing a good job of conveying the value of their brand. A key area to discuss this value is in the annual report.
Per the article inly P&G and Reckitt Benkiser are discussing the value of their brands. P&G discussed how Bounty can be divided into subsets which can then be marketed to, for example.
A quote that sums it all up:
“The lesson: If marketers want to win the battle for company resources, they must work harder to promote their contribution to the bottom line in annual reports, according to a new global survey by the Institute of Practitioners in Advertising in the U.K.”
This seems very obvious to me at least. If you are marketing CPG type items which are by nature a commodity, and being attacked viciously by store brands, currently, what is the differentiator? It is your brand. Companies must push this hard, and more so now with all the external noise out there.